Though many people would like to find time to do yoga, let alone look great in class, luxury workout clothes are not really necessities. On the aspirational axis, Varley ranks highly. These are fashion leggings, not your average sweat gear.
In their product-focused video ad, yoga apparel line Varley uses the tagline “We sweat the details.” The yoga pants are expertly and artfully crafted, from top to toe. Matrix position: Low aspiration, Highly relatable Varley elevates yoga to high fashion However, for people aspiring to better moods and a more dedicated daily vitamin routine, Care/of provides an ideal solution. This puts Care/of high on the relatable axis and fairly low on the aspirational one. Two of the pills help with stress, which is something that affects everyone at one point or another. The video goes on to characterize each supplement and also Care/of’s approach to wellness. Care/of’s video ads emphasize that their vitamin packs are customized for each particular body. Matrix position: Medium aspiration, Highly relatable Care/of rejects one size fits allįor a millennial audience, identity is everything. However, experimenting with the various meals will make the idea of taking the first step towards a new lifestyle less intimidating.įor the choosy, yet undecided, eater, Sun Basket’s videos will be an inspiration to try out a new way of eating well at home. The aspirational aspect here is that any diet has to become a complete lifestyle change in order to work.
The video montage of images and video shows people being active in the shorts, doing everything from surfing to yoga. Patagonia aspires to adventureįor their updated, yet classic, Baggies shorts, Patagonia advertises a life of adventure. We’ll discuss the aspirational and relatable qualities of the ad and why it works for that health or fitness brand. The following is our in-depth analysis of each ad. We analyzed 11 top fitness ads on Facebook to see how they ranked on each scale. When you’re selling a product that neither inspires nor reflects, people won’t be moved to get up from the couch. But most advertisers should stay away from the lower-left quadrant. For instance, Red Bull’s adventure videos bring us amazing stories of incredible athletes, and we don’t need to relate to them to be inspired by their feats. There are benefits to making ads that rank higher on one scale than the other.
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Relatable content shows us people who look like us, explains how to make incremental changes, and makes fitness a personal choice. Relatable fitness ads reflect our current selves.Aspirational content shows us our #goals, our perfect selves, the fitness ideals we want to achieve. Aspirational fitness ads are inspiring.We’ve built a simple model for understanding this. They’re either aspirational content or relatable. But most fitness ads focus on one or the other. The best fitness ads tune into who we are now and who we want to be. And yet, when it comes to fitness, the first step is often the hardest. Now, whenever you log into Facebook, YouTube, Snapchat, or Instagram, you can watch workout videos, find delicious recipes, or discover a new fitness studio. Social media has made healthy living more accessible than ever before. Fitness ads are most effective when they speak to aspects of identity. Have you ever seen an ad for a fitness app or meal plan kit and thought “I have to try that?” Maybe it makes sense for your lifestyle or speaks to a hidden desire you have.
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